In accordance with the GoC’s Communications Policy, departments and agencies of the GoC are required to conduct a post-campaign evaluation of all major advertising initiatives exceeding $1,000,000 in media buys. In this case, post-campaign testing was conducted using the Advertising Campaign Evaluation Tool (ACET). The ACET survey instrument is a series of standardized questions to be included at the beginning of a post-campaign survey. The ACET telephone questionnaire including some additional campaign-related questions took about 7-8 minutes on average to complete.
As per above, the ACET is based on a survey of the general population plus samples of specific target populations as required (in this case, youth) and collects information related to recall of the advertisement; recall of the key messages; who sponsored the ad; determine what, if any action has been taken as a result of seeing the ad; government performance in providing information to the public; and overall government performance.